City unveils innovative Six Pillar Content Partnership Programme at World Travel Market Africa

In a ground-breaking move aiming to amplify Cape Town’s allure as a global destination, the City’s Place Marketing branch, within the Economic Growth Directorate, officially launched the Cape Town Six Pillar Content Partnership Programme at the prestigious World Travel Market Africa (WTMA) taking place at the Cape Town International Convention Centre. The City also launched its This Is Cape Town Volume 2 Magazine. 

High resolution photographs are available here:  https://bit.ly/3VTBpQT

The Six Pillar Content Partnership Programme

The content partnership marks a milestone in the City’s objectives to centre Capetonians in the authentic storytelling of the destination and to enhance its visibility and appeal on the international stage.

‘This exciting initiative speaks directly to our confidence that Cape Town’s biggest drawcard for travellers and investors, over and above its natural beauty, are its people, places and products. These are the exceptional features that put Cape Town on the global stage and make the world’s difference.

‘The Six Pillar Content Partnership Programme harnesses the talents of content creators, photographers, bloggers, and writers, with the mandate to showcase the beauty, diversity, and vibrancy of the Mother City,’ said Alderman James Vos, the Mayoral Committee Member for Economic Growth.

This project forms part of the City’s strategic push to position itself as the premier destination to visit, live, work from, study, play, and invest in, by leveraging authentic, engaging content.

Structured to raise collaboration and innovation, the programme categorises partners into Main and Niche groups, with Main Partners offering unique experiences for content creation and Niche Partners focusing on capturing the essence of Cape Town through their unique perspectives and interests. Participants will contribute content monthly, which will be promoted across the City’s platforms, including digital campaigns into key international markets through social media channels and the destination marketing website www.thisis.capetown

The content partners benefit by realising increased exposure and audience reach, recognition with proper credit and attribution, networking opportunities with a community of content creators, and the potential for content to be featured in international campaigns and events. Additionally, a yearly awards ceremony will celebrate the most innovative contributions.

For its pilot year in 2024, the programme proudly announces partnerships with prominent Cape Town entities and attractions, known collectively as the ‘Cape Town Big 6’: the V&A Waterfront, Groot Constantia, Robben Island Museum, Table Mountain Aerial Cableway, Cape Point, and Kirstenbosch National Botanical Garden. The initiative also collaborates with the City of Cape Town’s Environmental Management, Cape Town Tourism, The D-School at UCT, English Plus Academy, Cape Town Central Improvement District, Invest Cape Town, City Sightseeing Cape Town and a diverse array of Niche Partners with interests in arts and culture, sports, and lifestyle.

‘This collaborative initiative represents a unique opportunity to showcase the best of Cape Town to the world through the eyes of our partner attractions, experiences, lifestyle and people. Through the Cape Town Six Pillar Content Partnership Programme, we aim to show authentic content directly from the attractions and people of Cape Town to attract more visitors and ultimately contribute to our local economy,’ said Alderman Vos.

Content creators passionate about sharing the stories of Cape Town are invited to apply and join this exciting initiative.

For more information about the Cape Town Six Pillar Content Partnership Programme or to apply, please contact Leon van Zyl at leon.vanzyl@capetown.gov.za.

THIS IS CAPE TOWN VOLUME 2 MAGAZINE

The branch also gathered tourism industry businesses and media at the City’s pavilion to unveil the second edition of the This Is Cape Town magazine. The glossy will again be available in all airport lounges around the country and to Kenya Airways passengers travelling on the airline’s route network of over 40 destinations.

‘What has been especially gratifying to hear from Kenya Airways is that the magazine is a big hit with their travellers who take copies in their bags and off the flights so they can read more and pass it on. In this second edition, readers can find some great features about golf tourism in the city, the Atlantis Special Economic Zone, and spotlights on areas such as Khayelitsha. The magazine is another wealth of engaging and varied content and I can’t wait for people to read it!’ said Alderman Vos.

A digital copy of the magazine can also be found here.

Let’s make Cape Town shine, together!